The supermarket chain faced some complaints as people felt like the ad was not historically accurate. But when a military historian was consulted, he jumped in to defend the ad and its message. According to the Financial Times, Taff Gillingham praised the chain’s advertisement as a respectful short film that would have earned the approval of the soldiers it portrays. Most critics were “being outraged on behalf of men they never met who fought in a war they know nothing about,” he told them.